When everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.
From Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
In the latest episode of Marketing Week’s podcast series, the NFL’s commercial director Michelle Webb celebrates the ‘great Americana’ of one of the world’s biggest sport brands.
Reebok hasn’t reached the heights of the 1980s and 90s since Adidas bought it in 2006, and its sale means Adidas can focus on its ‘branded house’ while new owner ABG has the skills to bring Reebok into its ‘house of brands’.
When Adidas acquired Reebok in 2006 it claimed its brand value stood at €1.7bn, but in its latest financial statement that figure had dropped to €733m, so what is new owner Authentic Brands getting?
Flutter Entertainment, which owns Paddy Power, SkyBet and Betfair, has praised the success of its ‘complement and compete’ strategy in helping it deliver a “differentiated proposition” and boosting revenue in the UK.
Boasting an 800% increase in subscribers over the past 18 months, Fiit is on a mission to maintain momentum as it looks to retain lockdown signups and grow its customer base as restrictions lift.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
Describing itself as a “conscience-led organisation”, Adidas wants to use its position in football culture to help Common Goal achieve “meaningful action”.
Despite getting off to a bumpy start thanks to a riot in Dublin, Green Flag’s £4m push to become the debut sponsor of the England football team paid off in brand awareness during Euro 96 and beyond.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Both the Olympics and Euro 2020 tournament will see significant changes to the way we watch sport, with broadcasters poised to introduce new tech to create immersive fan experiences.
With twin campaigns running to tackle online hate, BT marketing boss Peter Jeavons explains how abuse directed at BT Sport staff brought home the enormity of the situation.